Evaluation of EKZNW'S eco-cultural tourism marketing strategy for the Ukhahlamba Drakensberg Park World Heritage Site.
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Date
2011
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Abstract
The uKhahlamba Drakensberg Park World Heritage Site has significant value including the
natural and cultural value such as the production of water, the wilderness and eco-cultural
tourism. Situated in the Province of KwaZulu-Natal, in South Africa, this 242 813 ha Park
is a national and international asset. There are marketing activities carried out by Ezemvelo
KwaZulu-Natal Wildlife (EKZNW); however they are not park specific. Ezemvelo KwaZulu-
Natal Wildlife has a number of parks under their management and uKhahlamba Drakensberg
Park World Heritage Site is one of these parks.
The main aim of this study was to evaluate EKZNW’s current eco-cultural tourism marketing
strategy for the uKhahlamba Drakensberg Park World Heritage Site. This was done by
achieving the following objectives:-
1. determine the ideal generic marketing strategy for a Protected Area specifically a World
Heritage Site;
2. establish the current status of Ezemvelo KwaZulu-Natal Wildlife marketing strategy for
the uKhahlamba Drakensberg Park World Heritage Site;
3. conduct a comparative analysis between the ideal strategy and Ezemvelo KwaZulu-Natal
Wildlife’s actual strategy for uKhahlamba Drakensberg Park World Heritage Site;
4. based on the comparative analysis, recommend marketing interventions to improve the
eco-cultural tourism marketing strategy for uKhahlamba Drakensberg Park World
Heritage Site.
To fulfil these objectives the research methods used were qualitative in nature because of the
type of investigation. Methods used to collect information included a literature review,
structured and semi-structured face-to-face interviews, discussions, conducting a SWOT analysis
and secondary data analysis. The SWOT analysis was formulated from the interviews but not as
a workshop and it was part of the analysis.
The results of the study show that the respondents have concerns regarding the marketing of the
Site. Currently there is no written eco-cultural marketing strategy for uKhahlamba Drakensberg
Park World Heritage Site. However marketing activities limited as they are, are being performed on an ad hoc basis. The Ezemvelo KwaZulu-Natal Wildlife marketing department is too small
(three staff) to handle the marketing of all Ezemvelo KwaZulu-Natal Wildlife parks, resulting in
uKhahlamba Drakensberg Park World Heritage Site not getting the marketing attention it
deserves as an international icon. Scarce resources coupled with internal conflicts, lack of
marketing skills, insufficient gathering of marketing information and no external or industry
marketing alliances has resulted in minimum marketing exposure for the uKhahlamba
Drakensberg Park World Heritage Site.
The study concluded that marketing integration and collaboration with all relevant stakeholders
is needed. Marketing objectives for the uKhahlamba Drakensberg Park World Heritage Site
must be developed. Better profiling of current and potential visitors to maximise revenues is a
priority for better future marketing decisions. The brand identity has to be maximised through
collaboration with stakeholders and staff. This will lead to sustainable marketing of the Site
which takes into consideration biodiversity conservation. This ensures that conservation
objectives are not compromised.
Description
Thesis (M.Env.Dev)-University of KwaZulu-Natal, Pietermaritzburg, 2011.
Keywords
Ecotourism--Ukhahlamba-Drakensberg Park--Marketing., Ezemvelo KwaZulu-Natal Wildlife., Branding (Marketing), Marketing--Case studies., Theses--Environmental science.